Business for Diplomatic Action Launches Foreign Media Relations Guide.

Guide Aims to Help Improve Relationships Between U.S. Corporations and the Foreign Media

NEW YORK -- Business for Diplomatic Action launches a new guide today aimed at helping American companies improve their relations with the foreign media.

The 20-page Foreign Media Relations Guide is sponsored by UPS, whose CEO, Mike Eskew, notes, "At UPS, we have benefited greatly from forging meaningful relationships with media around the world. So we gladly stepped up to support Business for Diplomatic Action when they identified the need for a guide to dealing with the international press. This publication will be of great value to many executives who are seeking to ensure the success of their organizations in the global economy."

"The way in which American-based multinational companies deal with the foreign media can have a tremendous impact not only on those companies' own images but on the reputation of America as a whole," says Keith Reinhard, Founder and President of Business for Diplomatic Action (BDA). "American companies need to ensure their corporate diplomacy efforts are communicated well both to foreign media as well as their customers, because it's good for business and good for America."

"We hope this new guide will spread the word on critical best practices to the many companies that deal with the international media on a regular basis," Reinhard continued. "The purpose is to demystify for U.S. corporate media representatives the practice of media relations with non-U.S. media."

Michael Morley, who has worked in international public relations for 40-years, spear-headed the project for BDA. He sought input from leaders in public relations agencies and multinational corporations, as well as from editors and journalists working for foreign media, many of whom are quoted in the guide. "Everything you practice on a daily basis with the U.S. media applies to the international media too: clear writing, respect for deadlines, facts not fluff, responsiveness, knowing what the publication and journalist are interested in, are vital," says Morley. "If you're doing this, you are three quarters of the way there."

"But the final quarter needs careful handling. Sending a press release from New York or Los Angeles does not suffice," added Morley. "This involves understanding customs, cultures and media conventions in many nations and the ability to adapt your strategies, programs and materials to meet the needs of local media in multiple locations."

In addition to the advice and practical tips, the guide lists several sources that could be helpful, especially to companies just starting to give their communications an international outreach.

Hard copies of the Foreign Media Relations Guide are available in bundles of 25 for $50 + S&H. To order hard copies please contact Linemark printing at: [e-mail]. A pdf of the Guide is available at no cost on our website www.businessfordiplomaticaction.org.

Selected Reviews of the Guide

The booklet has been endorsed by several industry leaders. Among the reviews are the following:

"C*practical, direct, chock full of good advice about operating in the global village while still taking into account the local nature of media relationsC*"

-- Helen Ostrowski, CEO, Porter Novelli

"In an increasingly complex global marketplace where information travels around the world and back in a heartbeat, this booklet from Business for Diplomatic Action is a great resource for communicators. It offers sound, practical advice that any company can use to deliver its messages more effectively."

-- John D. Graham, Chairman, Fleishman-Hillard International Communications

"C*Required reading for anyone who is or is thinking of working with the international media. It will be required of all my students - undergraduate or graduate - in their media relations courseworkC*"

-- Professor Don Stacks, School of Communication, University of Miami and 2007 U.S.A. Chairman, IPRA 

"Sensible advice for working with the international press. Well-written and comprehensive. It is essential reading for achieving best practice in building relationships with foreign media.

-- Allyson Stewart-Allen, Director, International Marketing Partners Ltd., Co-Author, Working with Americans, & BDA Senior Advisory Council Member